Surf Excel: When embracing dirt became an act of faith

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Campaign details

Brand: Surf ExcelBrand Owner: UnileverLead Agency: MullenLowe Lintas GroupCountry: India, Pakistan, United Arab EmiratesIndustries: Laundry productsMedia Channels: Events & experiential, Online display, Online video, Radio, Social media, Television, Websites and micrositesBudget: 500k - 1 million

Executive Summary

'Those who produce a good action, will receive ten like it' – From the Holy Qur'an

It began as an endeavour by Surf Excel to build bonds with the Islamic community, across Pakistan and India in the holy month of Ramazan.

This was something which, rather surprisingly, very...

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